The Drum of Heaven and Earth Packaging by Hai Zhu |
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| DESIGN DETAILS | |||||
| DESIGN NAME: The Drum of Heaven and Earth PRIMARY FUNCTION: Packaging INSPIRATION: Guo Ziyi, a renowned military leader of the Tang Dynasty, made significant contributions during An Lushan Rebellion and was repeatedly honored by the court. The war drum symbolizes his military prowess, while Guojia Miao Stele by Yan Zhenqing reflects admiration and respect for Guo Ziyi. The packaging, inspired by heroic Fenyang Lord Guo Ziyi on the battlefield and the calligraphic work by Yan Zhenqing, aims to convey the reverence for historical heroes and love for Chinese traditional culture. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The jar packaging for the 25kg Baijiu, drawing inspiration from war drums used by Fenyang Lord Guo Ziyi, incorporates elements such as drumsticks, dragons, and Pixius to highlight the warrior spirit and combat prowess. It serves as both a commemorative liquor for the Year of the Dragon and a collectible art piece. The calligraphy of Yan Zhenqing imbues the product with more profound cultural significance and emotional value. OPERATION / FLOW / INTERACTION: The substantial body resembles a war drum, enhancing the visual connection with the inspiration. The embossed dragon and calligraphy boast an attractive 3D effect, which provides consumers with tactile pleasure, contributing to an interesting interactive experience. Additionally, the drumsticks on both sides can be utilized as containers, allowing users to share the product with friends for liquor appreciation. PROJECT DURATION AND LOCATION: This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Quality materials, paired with techniques like gilding and embossing, ensure a good texture and rich visual effects. Thanks to the perfect combination of exquisite craftsmanship and design concept, the packaging exudes dignity and elegance in visual and tactile ways. SPECIFICATIONS / TECHNICAL PROPERTIES: product dimensions, 565 mm x 209 mm x 742 mm TAGS: Qing flavor Chinese Baijiu packaging, war drums used by Guo Ziyi, Chinese auspicious beasts including dragons and Pixius, Guojia Miao Stele by Yan Zhenqing, culturalandcreative liquor RESEARCH ABSTRACT: The design team meticulously considered various design elements to ensure that the packaging accurately conveys its spiritual essence. An ancient war drum as the primary visual element, accompanied by the design of drumsticks, highlights the heroic power of valor and passion. Dragons and Pixius, common auspicious beasts in Chinese traditional culture, symbolize authority and mystical power. They appear in 3D form, and work together with the war drum to create a magnificent visual effect. CHALLENGE: The challenge was how to make the product unique. By adopting the war drum used by the historical figure General Guo Ziyi and the calligraphic work of Yan Zhenqing as the design themes, the packaging merges military prowess with cultural significance, which imbues the product with uniqueness. In this way, the product provides more emotional value for consumers, further deepening their sense of identification with the brand. ADDED DATE: 2023-09-27 07:43:54 TEAM MEMBERS (1) : Hai Zhu IMAGE CREDITS: Hai Zhu, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Shanxi Fenyangwang Wine Industry Co., Ltd. PROFILE: Shanxi Fenyangwang Wine Industry Co., Ltd., founded in 1988, is a joint-stock private enterprise specializing in the production and sale of clean flavor Daqu liquor, with a plant area of more than 260 mu and more than 800 employees. The annual production of high-quality liquor is 10,000 tons, the annual output value is 300 million yuan, and the profits and taxes are 80 million yuan. With the famous name "Fenyang Wang" as the registered trademark of the Middle Tang Dynasty, Fenyang King Wine follows the traditional brewing process of the King Guo Ziyi's palace, using sorghum, barley, peas and other raw materials, ground tank fermentation, slow fire distillation, pottery tank storage, to ensure the quality of the original wine. |
| AWARD DETAILS | |
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The Drum of Heaven and Earth Packaging by Hai Zhu is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Hai Zhu. · Click here to register inorder to view the profile and other works by Hai Zhu. |
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